Der Content Faktor.
Steven Broschart and Rainer Monschein — write texts that get found and read.
The content of your website is decisive for customer growth and therefore for the success of your business. But there is more: search engines only grant top rankings when visitors are genuinely convinced by the content they find on your site.
Your website should be capable of more than „Hello Dolly". Get to know the decisive measures for a successful online presence — thought through across disciplines, ready to apply in practice.
19 chapters — from perception to the 3RE framework.
More than 520 pages of practical knowledge, structured into technical SEO fundamentals, cognitive and emotional mechanisms of effect, a proprietary 3RE framework and a detailed case study.
How the brain processes content
Attention, reading flow, memory — what neurological and cognitive-psychological findings mean for writing texts.
Design tricks for fast impact
Visual hierarchy, microtypography and colour psychology — how layouts persuade within seconds, before the text is even read.
Practical toolbox on 7 pages
A concentrated, hands-on section with every lever for top rankings — directly applicable, without detours through theory chapters.
Seven perspectives, one volume
Psychology, linguistics, neurology, marketing, sociology, design and technology — combined in one practical work for copywriters and web strategists.
Press reviews.
„Steven Broschart and Rainer Monschein have produced a compendium that combines the most important findings from the social and economic sciences with their own decades of project experience. The result is a highly practice-relevant toolkit for planning and implementing your own online strategy — one that will work both as a comprehensive introduction and as an everyday reference."
„Anyone who wants to know how to positively and deliberately influence the way visitors interpret a website will find here not only how to do it, but also the theoretical background of why it works. That is a good thing, because only when you have understood the why for yourself will you implement it with conviction. The subject of decision psychology is also given full attention — you learn how trust can be built and which effects (halo, framing and others) can increase the willingness to buy. Behind the note „Plus practical toolbox" on the cover hides a seven-page SEO quick guide. The true SEO value of the book lies more in the fact that Google increasingly recognises good content through a wide range of signals — including the way visitors react to it. „Build great content" — Matt Cutts has always said exactly that."
„It is well worth overcoming the initial reading resistance — which, given the sheer richness of this reference work, certainly exists. On the one hand, because the authors' clear language makes it easy even for SEO amateurs to stay engaged and to bring themselves comparatively effortlessly up to date on Google's ranking factors — while also picking up concentrated knowledge from psychology, neurology and sociology along the way. On the other hand, because the two experts repeatedly bridge the gap to practice through numerous examples — from the campaign of SPD candidate Peer Steinbrück to an original ebay ad as an example of storytelling."